How e-cigarette makers secretly marketed to millions through entertainment

This study examines how e-cigarette manufacturers—specifically Ploom and its successor companies Pax Labs and Juul Labs—worked behind the scenes to secure free product placements in popular entertainment media including music videos, films, and television shows. By analyzing 451 internal industry documents, researchers uncovered deliberate strategies to place vaping devices in culturally relevant content as a way to build brand credibility and reach new audiences. The companies established direct relationships with prop masters and entertainment industry firms, effectively recreating advertising tactics pioneered by Big Tobacco decades earlier when cigarette brands appeared in James Bond films and other popular media.

The research reveals a critical distinction: Pax devices associated with cannabis were placed significantly more frequently than Juul devices, suggesting cannabis-compatible vaping products received more attention for product placement in entertainment. This matters because product placements are demonstrably more effective than traditional commercials at building brand recognition and—importantly—driving youth smoking and vaping initiation. Unlike obvious advertisements that consumers recognize and often dismiss, product placements embedded in movies and music feel organic and culturally cool, making them particularly influential on younger audiences.

The findings raise serious public health concerns about unregulated marketing loopholes in the digital age. As traditional tobacco advertising faces strict bans, the e-cigarette industry adopted sophisticated placement strategies that circumvent advertising regulations. The authors argue for stronger regulatory oversight of product placement practices, particularly given established evidence that tobacco advertising drives youth initiation. For cannabis consumers and advocates, this research highlights how vaping device manufacturers leverage cannabis compatibility as a marketing advantage in entertainment media.